Supervalu boosting brand image with national campaign

MINNEAPOLIS Supervalu’s leadership is preparing to take the company’s branding in a new direction, Supervalu chief executive officer Jeff Noddle said Tuesday in his keynote speech at the Morgan Stanley Global Consumer and Retail Conference.

The company is putting emphasis on its affordable grocery items and easy to find locations with a new tagline: “Just around the corner.” The new tag has been launched in a campaign including national ads, direct mailings and direct-to-consumer circulars. 

Supervalu has said that later this year more of the “just around the corner” buzz will be released via TV and radio ads and billboard.

The grocery giant has also said that it is dedicating more energy to speedy checkout and overall cleanliness and quality in each of its stores. There is also a push towards updating store technology. Noddle also said that his company is expanding its offerings to new communities with new store formats, such as the smaller, market-like Urban Fresh by Jewel store recently opened in the Chicago market.

Noddle also told the crowd at his keynote speech that Supervalu’s capital spending  for the next year will range between $1.2 and $1.3 billion range. Most of the monies will be directed toward store capital, he said, as well as rebuild and remodeling projects.